Contagious: Why Things Catch On

Front Cover
Simon and Schuster, Mar 5, 2013 - Business & Economics - 244 pages
29 Reviews
New York Times bestseller

What makes things popular?

If you said advertising, think again. People donít listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?

Wharton marketing professor Jonah Berger has spent the last decade answering these questions. Heís studied why New York Times articles make the paperís own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.

Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If youíve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spreadófor designing messages, advertisements, and information that people will share. Whether youíre a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
  

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Review: Contagious: Why Things Catch On

User Review  - Nelson Zagalo - Goodreads

This is a book about marketing, but not only that, it talks about a myriad of things that make us click. Jonah Berger, assistant professor of marketing at the University of Pennsylvania, wanted to ... Read full review

Review: Contagious: Why Things Catch On

User Review  - David - Goodreads

This is a fun book, full of ideas for advertising new ideas or products. It contains many good anecdotes about promotions that worked and didn't work. For example, there is a description of a youtube ... Read full review

Contents

Why Things Catch On
1
Social Currency
29
Triggers
61
Emotion
93
Practical Value 1 5 5
155
7 9
179
Acknowledgments
211
N otes 21 5
235
Copyright

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About the author (2013)

Jonah Berger†is Associate Professor of Marketing at the Wharton School at the University of Pennsylvania.†His research has been published in top-tier academic journals, and popular accounts of his work have appeared in†TheNew York Times,†The Wall Street Journal,†Science,†Harvard Business Review, and more. His research has also been featured in the†New York TimesMagazineís ďYear in Ideas.Ē Berger has been recognized with a number of awards for both scholarship and teaching. He lives in Philadelphia, Pennsylvania.

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